Advice from an ex-employee of The Economist Lauren holiday to create cases for design portfolio. According to Forbes, 56% of managers recruiters will be impressed if the candidate has a personal website. While my site has only 7% of applicants.
Among them quite a few post on the website case studies of their projects, be limited to boring screenshots of the work done. However, the case is a vital tool that helps designers to earn the trust of potential customers.
Most clients hire a designer because they need to decorate a website or application, and to achieve a specific business goal. Therefore, well-researched case studies show that you — the designer who can see the big picture and see the details. In my opinion, there are five key design elements of design cases.
Summary Studio Hanno is a simple but elegant example of a good case. It should be concise and attractive to read in passing, because only few visitors will spend time on a detailed analysis of each case.
The summary should give a quick review of other sections of the case, including. The Council.
Create content for the project summary in the last turn when you have prepared other sections of the case. Then you should immerse potential customers in the context of the problem for which you were hired.
You must then answer the question — why the client hired your company. Hanno brings the answer to this question is in the title, and then gives the details of the.
In this section you must indicate the change of quantitative indicators. Perhaps you managed to reduce the number of cancelled trips, or due to your design, the conversion increased by X%. Studio Work&Co was engaged in the redesign of the website of the airline Virgin America.
On the eve of the IPO, the company representatives noted that due to interface changes managed to increase conversion by 10%, reduce the number of incoming calls by 20%, as well as the loading time of the site — up to two seconds. All this, representatives of the Studio reflected in his briefcase.
The Council. Before starting a new project, speak with the client, improve any of the indicators he is waiting for. This will facilitate you a headache when making the case at the end of it. If you are building a case for already completed projects to refresh your memories will help creative brief, project description or request for proposal.
Here you need to answer the question. “How did the problem become a solution?”. That is exactly how you solved the customers problem and why it took such decisions. This section is particularly useful for potential customers because it helps them to evaluate the experience with your company.
Youll want to provide clients with a brief overview of your research and working processes. However, do not forget to highlight the key ideas that have helped you make a decision.
The Council. To prepare this section, try to find as much information as possible about the clients audience. Ask him about the types of buyers. Check with the staff of the technical support to find out what what questions people ask most often.
This will help you to save time on the development of key ideas that define your design decisions. Take screenshots, add links, record video. Do your best to represent your solution.
In this section you should disclose all information about your hard but wonderful work. Do not skimp on text descriptions. Take your time and find the right words to Express more ideas — why you chose this structure, or, for example, why focus primarily on the mobile device.
The Council. Use this section to really impress your potential clients. Try adding a video or interactive demonstration of some functions.
Show customers the numbers. In this section, your success should be confirmed, project metrics. You can imagine the quality indicators (testimonials or quotes from publications in the press) or quantitative (KPI), and even better — both.
It is important that the metrics or the results were directly addressed to the goals that you outlined in section 2 — “Context and complexity”. This will prove that you helped the client achieve its main goals. That is, in the eyes of potential customers youre not just a designer who creates beautiful things.
What sways opinions, it is important to reflect how much your work has affected the clients business. The blog of the Creative Class by Paul Jarvis identifies three types of effective feedback.
Jarvis also recommends collecting customer feedback a few months after the completion of the project, so they can add more items. The Council.
Starting a project, think about how youll collect customer feedback in the process, so you dont have to think about it six months later. In addition, before starting the project, select quantitative business metrics that will help you to evaluate the work. This will help to make life easier when it comes to the formation of the case.
And although a good case meet all of the above sections, there is an unspoken rule that they have to be in your case, or go in that order. I saw a huge number of amazing case studies, but few were similar to those presented in this article, because each designers own unique style and technique.
Here is a list of my favorite cases.